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V.Kumar长江学者

教授(博导)

工商管理系     

研究方向: Evaluation of Substantive Issues in Marketing
Retailing / Marketing Communication / Scanner Data
Development of New Methodology
International Marketing
电    话:
电子邮件: vk@gsu.edu

 


Education

Ph.D. Marketing,The University of Texas at Austin

Master’s Industrial Management,The Indian Institute of Technology

Bachelor’s Engineering,The Indian Institute of Technology


Teaching Experience

Executive MBA: Customer Relationship Management, Strategic Marketing

Management.

Doctoral: New Products Management, Marketing Models, Research in

Marketing Strategy, Multivariate Statistical Methods in

Marketing, International Marketing Strategy, Research Seminar

in Marketing, Survey Research Methods.

Master’s: Database Marketing, Product and Innovation Management,

Customer Relationship Management, Marketing Research,

Product Policy, Marketing Management, Marketing Strategy,

International Marketing Research, Projects in Marketing

Research, Management of Marketing Information, Product &

Brand Management.

Bachelor’s: Marketing Research, Marketing Management, International

Marketing Research, Information for Marketing Decisions.


PROFESSIONAL ACTIVITIES (2012-)

Editor-In-Chief

Journal of Marketing, April 1, 2014 -June 30, 2018

Award Winner

2013 Outstanding Service Excellence Award, J. Mack Robinson College of Business, Georgia State University

Co-Founder, Academy of Indian Marketing,

Chair, ISMS-MSI Marketing Science Practice Conference Washington D.C., 2011-2012

Guest Editor

Journal of Marketing, until June 30, 2014

Journal of Marketing Research

Journal of Service Research, Special Issue on “Managing Customers for Value,” 2006

Special Issue of International Journal of Forecasting (2002) on Forecasting in

Telecommunication

Associate Editor

Journal of Marketing, until June 30, 2014

Journal of Marketing Research

International Journal of Forecasting

Journal of Retailing, until December 31, 2014

Journal of the Academy of Marketing Science

Guest Associate Editor

Marketing Science

Editorial Review Board

Marketing Science

Journal of Marketing (until June 30, 2014)

Journal of Marketing Research

Journal of Retailing

Journal of Interactive Marketing

Journal of Business Research

Journal of International Marketing

Journal of the Academy of Marketing Science (2010 – July 2015)

Academy of Marketing Science Review

International Journal of Internet Marketing and Advertising

Industrial Marketing Management

European Business Review

Journal of World Business, 1996-1998 (formerly Columbia Journal of World Business)

Advisory Board

Journal of Retailing

Journal of Relationship Marketing

Journal of Business and Industrial Marketing

Journal of Value Creation

Journal of Personal Selling and Sales Management


Industrial Experience

Dr. Kumar has extensive consulting experience working on marketing research projects for companies including IBM, HSBC, P&G, ING, Prudential, Wells Fargo, ICICI, Pitney Bowes,Chick-fil-A, BP/AMOCO, AOL, MGM Mirage, Polo Ralph Lauren, AllState, Home Depot,Equifax, PeopleSoft, Sigma Genosys, Houston Cellular, AT&T, Southwestern Bell, Exxon,Builders Square, American Airlines, Coca-Cola Foods, Channelview Bank, DuPont, First Interstate Bank, Houston Lighting and Power, GTE, San Jacinto Girls Scouts, Inc., Scientific Software Intercomp, Inc., and Texas Children’s Hospital. Dr. Kumar has also directed marketing research projects for clients including Coca-Cola Foods, Compaq Computers, Baker-Hughes, Houston Northwest Medical Center, The Daily Cougar Newspaper, Arch Chemicals, IKON,Bristol Myers Squibb, ABB, etc. Dr. Kumar is an expert on working with customer databases to build efficient direct marketing and database marketing programs for Fortune 500 firms dealing with consumer and industrial products. He also builds models and develops marketing programs with the point-of-sale retail scanner data. Dr. Kumar also interacts with A. C. Nielsen and Information Resources, Inc. in analyzing large scanner databases. Dr. Kumar has also served as expert witness in lawsuits related to market opportunities. He also served on the board of the business research division of one of the fastest growing advertising agencies in the United States of America for over five years and has also served on the Board of one of the Aditya Birla Group of companies.

Dr. Kumar’s has developed sophisticated statistical models and creative marketing strategies for solving marketing problems. Some of these models were implemented by IBM and P&G AsiaPacific recently where they reported gains in profits of over 20 million and 40 million dollars respectively. In 2009, Prudential reported a gain of over 450 million dollars when implementing the Emotion Retirement Quotient Tool developed by Dr. Kumar and his colleague. He was recently recognized by the INFORMS Marketing Science Society for his work on Customer Lifetime Value based applications to IBM, and Marketing-Mix modeling based applications to P&G Asia Pacific. He also won the $100,000 Academic-Practitioner Challenge sponsored by ISBM/MSI/Northwestern University in 2006-07 for developing the most relevant and rigorous body of knowledge to solve B2B business problems. In 2010, Dr. Kumar was chosen as one of the winners of the Google-WPP marketing research award in the worldwide competition for his coauthored research on monetizing the customer influence in a social media channel.


Research Interests

JOURNAL PUBLICATIONS (grouped under four major domains)

• Evaluation of Substantive Issues in Marketing

• Retailing / Marketing Communication / Scanner Data

• Development of New Methodology

• International Marketing


Selected Publication (2012-)

Area: Evaluation of Substantive Issues in Marketing

Holm, Morten, V. Kumar, Plenborg, Thomas, “An investigation of customer accounting

systems as a source of sustainable competitive advantage,” forthcoming, Advances in

Accounting.

Shah, Denish, V. Kumar, Kihyun (Hannah) Kim, Jeewon (Brianna) Choi, “Linking

Customer Behaviors to Cash Flow Level & Volatility: Implications for Marketing

Practices,” forthcoming, Journal of Marketing Research.

Sundar, Sarang, V. Kumar, and Zhao Yi, “Measuring the Lifetime Value of a Customer

in the Consumer Packaged Goods (CPG) industry, forthcoming, Journal of Marketing

Research.

V. Kumar, Yashoda Bhagwhat, Xi (Alan) Zhang, “Winning Back Lost Customers,”

forthcoming, Harvard Business Review.

V. Kumar and Anita Pansari, “Engagement: A New Source of Competitive Advantage,”

forthcoming, Journal of Marketing Research.

Baker, Andrew, Naveen Donthu, and V. Kumar, “Investigating How Word of Mouth

Conversations About Brands Influence Purchase and Retransmission Intentions,”

forthcoming, Journal of Marketing Research.

Kumar, V., and Bharath Rajan, “Insights for Decision Making in a Global and Digital

Marketing Environment,” forthcoming, Journal of World Marketing Summit (Issue

dedicated to Phillip Kotler).

Kumar, V. Ashutosh Dixit, Rajshekar (Raj) G. Javalgi, and Mayukh Dass, “Research

framework, strategies, and applications of intelligent agent technologies (IATs) in

marketing,” forthcoming, Journal of the Academy of Marketing Science.15

Saboo, A. V. Kumar, G. Ramani, “Evaluating the Impact of Social Media Activities on

Human Brand Sale,” forthcoming, International Journal of Research in Marketing.

Kumar, V. (2016), “My Reflections on Publishing in Journal of Marketing (Editorial),”

forthcoming, Journal of Marketing.

Kumar, V., Amalesh Sharma, Naveen Donthu and Carey Rountree (2015),

“Implementing Integrated Marketing Science Modeling at a Non-Profit Organization:

Balancing Multiple Business Objectives at Georgia Aquarium,” Marketing Science, Vol

34 (6), pp. 804-814.

(Finalist for the 2013-14 Gary L. Lilien ISMS- MSI Practice Prize)

Kumar, V., Yashoda Bhagwat, and Xi (Alan) Zhang (2015), “Regaining “Lost”

Customers: The Predictive Power of First Lifetime Behavior, the Reason for Defection,

and the Nature of the Winback Offer,” Journal of Marketing, Vol 79 (4), pp. 34-55.

Kumar, V. and Anita Pansari, “Measuring the Benefits of Employee Engagement

(2015),” MIT Sloan Management Review, Vol. 56 (4), pp. 67-72.

Kumar, V., Amalesh Sharma, Naveen Donthu, and Carey Rountree (2015), “Boosting

the Demand in Experience Economy,” Harvard Business Review, Jan-Feb.

Petersen, J. Andrew, and V. Kumar (2015), “Perceived Risk, Product Returns, and

Optimal Resource Allocation: Evidence from a Field Experiment,” Journal of

Marketing Research, Vol. 52 (2), pp. 268-285.

Shah, Denish, V. Kumar, and Yi Zhao (2015), “Diagnosing the Brand Performance:

Accounting for the Dynamic Impact of Product Availability with Aggregate Data,”

Journal of Marketing Research, Vol 52 (2), pp. 147-165.

Petersen, J. Andrew, Tarun Kushwaha, and V. Kumar (2015), “Marketing

Communication Strategies and Consumer Financial Decision Making: Role of National

Culture,” Journal of Marketing, Vol. 79 (1), pp. 44-63.

Kumar, V. (2015), “Evolution of Marketing as a Discipline: What Has Happened and

What to Look Out For (Editorial),” Journal of Marketing, Vol. 79 (1), pp. 1-9.

Shah, Denish, V. Kumar, and Kihyun (Hannah) Kim (2014), “Managing Customer

Profits: The Power of Habits,” Journal of Marketing Research, Vol. 51 (6), pp. 726-

741.

Kumar, V., Sarang Sunder, and Robert P. Leone (2014), “Measuring and Managing a

Salesperson’s Future Value to the Firm,” Journal of Marketing Research, Vol. 51 (5),

pp. 591-608.

16

Kumar, V., Nita Umashankar, Kihyun (Hannah) Kim, and Yashoda Bhagwat (2014),

“Assessing the Influence of Economic and Customer Experience Factors on Service

Purchase Behaviors,” Marketing Science, Vol. 33 (5), pp. 693-711.

Kumar, V. (2014), “My Plans for the Journal of Marketing, An Editor-in-Chief’s

Perspective (Editorial),” Journal of Marketing, Vol. 78 (4), pp. 1-4.

Kumar, V. and Angeliki Christodoulopoulou (2014), “Sustainability and Branding: An

Integrated Perspective,” Industrial Marketing Management, Vol. 43 (1), pp. 6-15.

Kumar, V. and Anita Pansari (2014), “The Construct, Measurement, and Impact of

Employee Engagement: a Marketing Perspective,” Customer Needs and Solutions,

Vol. 1 (1), pp. 52-67.

Jayachandran, Satish, Peter Kaufman, V. Kumar, and Kelly Hewett (2013), “Brand

Licensing: What Drives Royalty Rates?,” Journal of Marketing. Vol. 77 (5), pp. 108-

122.

Bohling, Timothy, V. Kumar, and Riddhi Shah (2013), “Predicting Purchase Timing,

Product Choice, and Purchase Amount for a Firm\'s Adoption of a Radically Innovative

Information Technology: An Analysis of Cloud Computing Services,” Service Science,

Vol. 5, 102-123.

Kumar, V., Vikram Bhaskaran, Rohan Mirchandani, and Milap Shah (2013), “Creating a

Measurable Social Media Marketing Strategy: Increasing the Value and ROI of

Intangibles & Tangibles for Hokey Pokey,” Marketing Science. Vol. 32(2), pp. 194-212.

(Winner of the 2011-12 Gary L. Lilien ISMS- MSI Practice Prize for outstanding

marketing science work that has had significant organizational impact)

Kumar, V., Veena Chattaraman, Carmen Neghina, Bernd Skiera, Lerzan Aksoy,

Alexander Buoye, Joerg Henseler (2013), “Data-Driven Services Marketing in a

Connected World,” Journal of Service Management, Vol. 24 (3), pp. 330-352.

Gupta, Suraksha, and V. Kumar (2013), “Sustainability as a Corporate Culture of a

Brand for Superior Performance,” Journal of World Business, Vol. 48 (3), pp. 311-320.

Kumar, V., A. Petersen and R. P. Leone (2013), “Defining, Measuring and Managing

Business Reference Value,” Journal of Marketing, Vol. 77 (1), pp. 68-86.

Shah, Denish and V. Kumar (2012), “The Dark Side of Cross-Selling,” Harvard

Business Review, Vol. 90 (12), pp. 21-23.

Kumar, V. and Rohan Mirchandani (2012), “Increasing the ROI of Social Media

Marketing,” MIT Sloan Management Review, Vol. 54 (1), pp. 55-61

Kumar, V. and Bharath Rajan (2012), “The Perils of Social Coupon Campaigns,” MIT

Sloan Management Review, Vol. 53 (4), pp. 13-14.

Shah, Denish, V. Kumar, Yingge Qu, and Sylia Chen (2012), “Unprofitable Crossbuying: Evidence from Consumer & Business Markets,” Journal of Marketing, Vol. 76

(3), pp. 78-95.

Kumar, V. and Bharath Rajan (2012), “Social Coupons as a Marketing Strategy: A

Multifaceted Perspective,” Journal of the Academy of Marketing Science, Vol. 40 (1),

pp. 120-136.

Holm, Morten, V. Kumar, and Carsten Rohde (2012), “Measuring Customer

Profitability in Complex Environments: An Interdisciplinary Contingency Framework,”

Journal of the Academy of Marketing Science, Vol. 40 (3), pp. 387-401. Online First

June 2011 (pp. 1-15).


Area: Retailing / Marketing Communication / Scanner Data

Saboo, A., V. Kumar, Insu Park, “Using Big Data to Model Time-Varying Effect for

Marketing Resources (Re)allocation,” forthcoming, Management Information Systems

Quarterly.

Kumar, V., Sarang Sunder, and Amalesh Sharma, forthcoming, “Leveraging

Distribution to Maximize Firm Performance in Emerging Markets,” Journal of

Retailing, Vol. 91 (4), pp. 627-643.

George, Morris, V. Kumar, and Dhruv Grewal (2013), “Maximizing Profits for a

MultiCategory Catalog Retailer,” Journal of Retailing, Vol. 89 (4), pp. 374-396.

Kumar, V., Ilaria Dalla Pozza and Jaishankar Ganesh (2013), “Revisiting the

Satisfaction-Loyalty Relationships: Empirical Generalizations and Directions for Future

Research,” Journal of Retailing, Vol. 89 (3), pp. 246-262.

(Runner-up, the 2015 Davidson Award for the Best Paper published in the Journal of

Retailing in a 2-year period (2013 - 2014)

Pancras, Joseph, S. Sriram, and V. Kumar (2012), “Empirical Investigation of Retail

Expansion and Cannibalization in a Dynamic Environment,” Management Science, Vol.

58 (11), pp. 2001-2018.

Pillai, Kishore Gopalakrishna, and V. Kumar (2012), “Differential Effects of Value

Consciousness and Coupon Proneness on Consumers’ Persuasion Knowledge of Pricing

Tactics,” Journal of Retailing, Vol. 88 (1), pp. 20-33

Area: Development of New Methodology

Kumar, V., Alan Zhang, and Anita Luo (2014), “Modeling Customer Opt -In and OptOut in a Permission-Based Marketing Context,” Journal of Marketing Research, Vol. 51 (4), pp. 403-419.

Luo, Anita Man, and V. Kumar (2013), “Recovering Hidden Buyer-Seller Relationship

States to Measure the Return on Marketing Investment in Business-to-Business Markets,”

Journal of Marketing Research, Vol. 50 (1), pp. 143-160.

(Winner of the 2014 Don Lehmann Award)

Kumar, V., and Bala Sundaram (2012), “An Evolutionary Roadmap to Winning with

Social Media Marketing,” Marketing Research: A Magazine of Management and

Applications, Vol. 24 (2), pp. 4-7.


Area: International Marketing

Kumar, V. and Anita Pansari “National Culture, Economy, and Customer Lifetime

Value: Assessing the Relative Impact of the Drivers of Customer Lifetime Value for a

Global Retailer,” forthcoming, Journal of International Marketing.

Kumar, V. (2014), "Understanding Cultural Differences in Innovation: A Conceptual

Framework in the Future Research Directions," Journal of International Marketing,

Vol. 22 (3), pp. 1-29. (Lead Article)

(Winner, 2015 S. Tamer Cavusgil Award for the Best Paper published in the Journal of

International Marketing in 2014)

Kumar, V., Amalesh Sharma, Riddhi Shah and Bharath Rajan (2013), “Establishing

Profitable Customer Loyalty for Multinational Companies and Emerging Economies: A

Conceptual Framework,” Journal of International Marketing, Vol. 21(1), pp. 57-80.

Kumar, V., Sarang Sunder, and B. Ramaseshan (2011), “Analyzing the Diffusion of

Global Customer Relationship Management: A Cross-Regional Modeling Framework,”

Journal of International Marketing, Vol. 19 (1), pp. 23-39